It seems in the trade show biz that things are always thought of in threes. Marketing, Sales and Executive Visibility as objectives for the next show. Price, service and quality. Design, fabrication and service provided by your exhibit house. Height, width and depth of a crate. Goals, objectives and strategies. We can play this game for a while. The point is it's easy to remember and to execute when the points and objectives are clear, concise and direct. We'll come back to this foundation thought later.